---
title: "Seamless Support: SOFACOMPANY’s Omnichannel Strategy with Zendesk"
description: SOFACOMPANY overhauls customer service with a unified omnichannel strategy using Zendesk, resulting in enhanced efficiency, better support, and improved team satisfaction.
---

[Cases ](https://premiumplus.io/customer-stories)

# [Seamless Support: SOFACOMPANY’s Omnichannel Strategy with Zendesk](https://premiumplus.io/customer-stories/sofacompany/)

 Written by [Yannick van den Bergen](https://premiumplus.io/customer-stories/author/yannick-van-den-bergen) | 27 December, 2025

SOFACOMPANY, a Danish furniture brand known for high-quality design at affordable prices, operates across eight European countries. As a direct-to-consumer business, SOFACOMPANY combines online and in-store channels to help customers find their perfect sofa. To keep pace with evolving customer expectations and internal support needs, the company decided to overhaul its customer service operations with a robust omnichannel strategy.

In partnership with Premium Plus and Zendesk, SOFACOMPANY moved from a fragmented, complex system to a unified support platform driven by a comprehensive omnichannel strategy. This approach enabled faster support, stronger AI integration, and better internal collaboration.

 

## The Challenge: Disconnected Systems, Limited Automation, Complex Workflows

The team at SOFACOMPANY identified several key challenges that their new **omnichannel strategy** needed to address:

- **Multiple Support Systems**: Customer contact tools were fragmented, creating inefficiencies.
- **Missing AI Features**: The existing setup lacked intelligent automation, a key component of any modern omnichannel strategy.
- **No ERP Integration**: Agents couldn’t access order or customer data from Navision.

**High Complexity**: Systems were hard to navigate and maintain, working against the goals of the omnichannel strategy.

 

> "We tried for three years to get an integration with our previous provider. Premium Plus delivered it within weeks."

Dennis Malmgren, SOFACOMPANY

 

> "When we combine technical expertise with customer empathy, we can build systems that truly deliver value."

Shadi, Retail Director, SOFACOMPANY

 

## The Solution: Implementing an Omnichannel Strategy with Zendesk and Premium Plus

To address these challenges and implement their omnichannel strategy, SOFACOMPANY selected Zendesk after an eight-month evaluation process. With Premium Plus leading the implementation, they focused on the following pillars:

 

### 1. Unified Omnichannel Experience

SOFACOMPANY built a support setup covering five countries, consolidating email, messaging, forms, and phone (via [babelforce](https://www.babelforce.com/)) into Zendesk Support.

This was central to their omnichannel strategy, allowing agents to work from a single system, improving both speed and consistency. Customers are supported in their preferred channels, and the internal team benefits from a streamlined interface.

 

### 2. Advanced AI Capabilities

An AI bot called **Phillow** was launched on the website, built on Zendesk’s Advanced AI (Ultimate). Supporting their omnichannel strategy, it currently manages multilingual conversations and uses a private [Help Centre](https://premiumplus.io/blog/custom-zendesk-help-center-themes-design-implementation-guide/?hsLang=en) as its content source.

Less than a month after adoption, the early results are promising:

 

 

| 767 Total bot conversations   | 88.5% Generative replies   | 301.6% Increase in generative conversations | 60.8% Conversations handled by bot   |
| --- | --- | --- | --- |

 

3. Custom Integration

Premium Plus developed a custom app to integrate SOFACOMPANY’s on-premise Navision ERP. This integration is a key element of their omnichannel strategy, as agents can now retrieve customer and order data directly in Zendesk, creating a smoother experience and reducing context switching.

 

### 4. Internal Support Setups

In addition to Customer Care, Zendesk was configured as part of the omnichannel strategy to support internal teams (IT and e-commerce). Staff can now reach out through structured forms, ensuring internal queries are also managed efficiently.

 

### 5. Smooth Onboarding and Training

SOFACOMPANY highlighted the value of Premium Plus’s onboarding support, including demos, [Zendesk training](https://premiumplus.io/cx-training/?hsLang=en), and weekly check-ins. Thanks to a clear omnichannel strategy, what once seemed like a risky switch became a well-received transition.

 

> “There was initial scepticism about the switch, but the positive feedback from agents after launch proved it was the right choice.”

Sanne Lønvig, SOFACOMPANY

 

## The Results: Omnichannel Strategy in Action

Early impact is clear:

- **Faster Internal Support****  
  **Internal teams can now support Customer Service more easily as part of the unified omnichannel strategy.
- **Happier Agents****  
  **The simplified interface and reduced system-hopping led to lower stress and fewer errors, thanks to the omnichannel strategy.
- **One Unified System****  
  **Customer Service now works entirely within Zendesk, increasing efficiency and improving ticket quality through better Help Centre forms, a benefit of the omnichannel strategy.
- **Better Insights  
  **With custom reports in development, SOFACOMPANY is preparing to track performance with greater precision as part of their ongoing omnichannel strategy.

 

> "It’s been a delight working with Sofacompany. They were engaged, invested, and focused throughout the entire implementation."

Saskia Clappers, CX Consultant

 

## Looking Ahead: Continuous Improvement with Zendesk and Premium Plus

SOFACOMPANY plans to further build out its omnichannel strategy by:

- Continuing to refine their AI chatbot, with more FAQs and language coverage
- Exploring [AI use for internal IT support](https://premiumplus.io/blog/ai-in-the-workplace-ex/?hsLang=en)
- Potentially opening the Help Centre to customers in the future
- Potential integration with ERP

 

## Conclusion: Building Value Through Simplicity, Integration, and Omnichannel Strategy

SOFACOMPANY’s journey from multiple systems to one unified Zendesk platform has been underpinned by a clear omnichannel strategy, creating a foundation for responsive, modern customer service. With Premium Plus as a trusted partner, the transformation has brought measurable improvements in efficiency and team satisfaction—and it’s only just beginning. 

### Ready to unify your support like SOFACOMPANY?

[Talk to our Zendesk experts –>](https://premiumplus.io/zendesk-expert-contact?hsLang=en)

[View full post](https://premiumplus.io/customer-stories/sofacompany/)

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